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2015 One Show - Cross-Platform

Predator Instinct: The Game

Agency TBWA\\LONDON / London

Client adidas
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Annual ID

151083A

About the Work

When adidas launched the Predator Instinct boot, we knew the real competition wasn’t other football boots. It was gaming. To fight an industry that lets kids win the World Cup from their sofa, we created something that was even more addictive – a life-size, living, computer game. Predators – armed with AK47 laser guns – hunted kids down through two levels the size of a football field in a warehouse in London. Each kid’s mission was simple. Get the ball from one end to the other. Score. Do it fast. And don’t get shot. The game turned every player into the hero of their own epic quest, repositioned the boots as the deadly weapons, and hit 32 million people around the world in 10 days. Finally, we transformed the game’s winners into avatars in personalized posters designed for the most important media site in the world – their bedroom walls.